本研究係根據喜達屋飯店與度假村國際集團下之策略聯盟個案，對於其所能產生的綜效深入分析。主要針對旗下各品牌各自的異業策略聯盟進一步探討，整理與分析St.Regis、Westin、W Hotel以及Element品牌在2008年至2010年的策略聯盟個案。
本研究首先從探討美國飯店產業近幾年的發展做深入分析，循著脈絡分析喜達屋集團、旗下各品牌定位、夥伴公司概況，以推論各個個案合作原因、所產生的綜效，以及後續啟發與意涵。經由分析，本研究發現可以為策略聯盟產生綜效的種類分為以下五種:
一、 品牌所產生的綜效
二、 社會責任產生的綜效
三、 人際網絡產生的綜效:
四、 市場產生的綜效
五、 能力發展的綜效
將可藉由此五種綜效類別之建構，為管理者在決定策略聯盟對象、範疇以及合作方式時有更多的面向可以參考。並且，本研究所提供的實務經驗，有助於管理者參考用何種方式，去達到該種類綜效。

A substantial literature has evolved focusing on the synergies generated by the strategic alliances (SAs). In this dissertation, the author chooses Starwood Hotels & Resorts Worldwide as the focal firm, and analyze the cases of SAs formed by its brands, including St.Regis, Westin, W Hotel and Element from year 2008 to 2010.
First of all, this dissertation will discuss the development and the general condition of the hotel industry in the United States of America. And then present Starwood Hotels & Resorts Worldwide by analyzing its position in its brands. Also, this dissertation introduces the partner firms and then infers the reasons of the SAs and the synergies created by them. At last, gives the readers suggestions from those cases. According to the overall analysis, there are 5 kinds synergies generated by SAs are shown as follow.
(1) synergies generated by brand alliance
(2) synergies generated by CSR
(3) synergies generated by social relation network
(4) synergies generated by market
(5) synergies generated by complementary abilities
The managers can employ the 5 categories of synergies constructed by this literature when deciding partners, scopes and types of SAs. The categories and the practical cases presented will provide more directions and aspects for reference.

論文審定書 i
摘要 ii
Abstract iii
第一章緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 章節結構 3
第二章文獻探討 4
第一節 策略聯盟定義 4
第二節 策略聯盟動機 10
第三節 綜效探討 13
第三章 美國飯店業市場分析 20
第一節 美國飯店產業總體經濟概況 20
第二節 美國飯店產業分析 24
第四章研究方法 27
第一節 模板式之多個案分析 27
第二節 研究架構 29
第三節 研究對象 31
第五章個案分析 33
第一節 焦點企業分析 33
一、企業總覽 33
二、旗下品牌介紹 34
三、收入概況 39
第二節St. Regis策略聯盟個案 40
個案一: 羅賓漢(Robin Hood) 40
個案二: 林肯中心爵士樂社(Jazz at Lincoln Center, JALC) 45
第三節Westin 策略聯盟個案 49
個案三: 銳跑(Reebok) 49
個案四: 任天堂(Nintendo) 54
第四節W Hotel 策略聯盟個案 58
個案五: 本田汽車(Acura) 58
個案六: Design Miami/Basel 62
第五節Element Times Square West 策略聯盟個案 67
個案七: Carbon Day Automotive 67
個案八: Holton Farms 71
第六節 總結 75
第六章 結論與建議 82
第一節 研究結論與管理意涵 82
第二節 研究限制與建議 83
參考文獻 85

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三、網路文獻
DATAMONITOR INDUSTRY PROFILE: Hotels & Motels in the United States
2008. Retrieved from BSC ( Marketing Research Reports )database.
DATAMONITOR INDUSTRY PROFILE: Hotels & Motels in the United States
2009. Retrieved from BSC (Marketing Research Reports) database.
DATAMONITOR INDUSTRY PROFILE: Hotels & Motels in the United States
2010. Retrieved from BSC ( Marketing Research Reports )database.
THE 2011-2012 TRAVEL & TOURISM MARKET RESEARCH HANDBOOK. Retrieved from BSC ( Marketing Research Reports )database.
Nike Golf and Starwood Create Marketing Partnership to Target Golf Travellers. BUSINESS WIRE. Feb 13, 2003. Retrieve from http://www.starwoodhotels.com/corporate/news.html
Starwood Golf Vacations Announces Tee-rrific Nike Golf Tiger Woods Collection Offer; Plus, New Catazine Features Insider Golf Course Tips From Top-Rated PGA Tour Players.BUSINESS WIRE. Oct. 27, 2003. Retrieve from http://www.starwoodhotels.com/corporate/news.html
Volkswagen's New Phaeton Takes Special Spin at W Hotels; 'VW @ the W' Partnership Showcases Luxury Vehicles and Enhances Guest Experience. BUSINESS WIRE .Nov 4, 2003 . Retrieve from http://www.starwoodhotels.com/corporate/news.html
Westin Hotels and Reebok Partner to Launch New Fitness Product. BUSINESS WIRE. Nov. 13, 2003. Retrieve from http://www.starwoodhotels.com/corporate/news.html
W Hotels and Acura Launch Landmark Brand Partnership. March 19, 2008. Retrieve from http://www.starwoodhotels.com/corporate/news.html
Westin Hotels Want to Play…Westin Announces Industry-First Partnership with Nintendo. May 1 , 2008. Retrieve from http://www.starwoodhotels.com/corporate/news.html
W Hotels Worldwide Announces First and Only Hotel Partnership with (RED)TM’S Groundbreaking New Online Music Magazine: (RED)WIRE TM. December 1, 2008. Retrieve from http://www.starwoodhotels.com/corporate/news.html
Starwood to Reward Preferred Guest Members with Access to Some of Live Nation's Hottest Summer Concerts. BUSINESS WIRE. May 12, 2009. Retrieve from http://www.starwoodhotels.com/corporate/news.html
Element Hotels Partners with Carbon Day Automotive to Install Networked Electric Car Charging Station at Element Lexington. BUSINESS WIRE. Jul 22, 2009. Retrieve from http://www.starwoodhotels.com/corporate/news.html
Element Hotels Power up Another Eco-Innovation: In an Industry First, All Element Hotels to Install Electric Vehicle Charging Stations. BUSINESS WIRE . Nov 30, 2009. Retrieve from http://www.starwoodhotels.com/corporate/news.html
Starwood Hotels & Resorts Worldwide, Inc. and Live Nation Expand Sponsorship Alliance Globally. BUSINESS WIRE .Mar 23, 2010. Retrieve from http://www.starwoodhotels.com/corporate/news.html
Design Miami’s Renowned Designers of the Future Award is Renamed for the First Time, “W Hotels Designers of the Future Award”. April 15, 2010. Retrieve from http://www.starwoodhotels.com/corporate/news.html
Starwood Hotels & Resorts Launches Collaborative Partnership with Conservation International Underscoring Commitment to Environmental Sustainability. BUSINESS WIRE. May 06, 2010. Retrieve from http://www.starwoodhotels.com/corporate/news.html
Reinforcing Commitment to Conservation, Starwood Calls for Significant Reductions in Energy and Water Use at Properties Worldwide. June 16, 2010 . Retrieve from
http://www.starwoodhotels.com/corporate/news.html
the St. Regis New York Announces Partnership with Robin Hood. BUSINESS WIRE.
November 23, 2010. Retrieve from http://www.starwoodhotels.com/ corporate/
news.html
St. Regis Hotels & Resorts Announces Partnership with Jazz at Lincoln Center. September 21, 2010. Retrieve from http://www.starwoodhotels.com/corporate/
news.html
From New York Icons to Global Institutions, St. Regis Hotels & Resorts and Jazz at Lincoln Center Announce an Unprecedented Global Partnership. BUSINESS WIRE Nov 16, 2011. Retrieve from http://www.starwoodhotels.com/corporate/news.html
Town Square in Times Square As Element Partners with Family-Owned Holton Farms To Bring Fresh, Seasonal Produce to NYC Guests and Neighbors. BUSINESS WIRE. Jun 07, 2011. Retrieve from http://www.starwoodhotels.com/corporate/news.html
W Hotels Worldwide and Burn Energy Drink Launch Innovative DJ Lab to Support Rising Talent. August 4, 2011. Retrieve from http://www.starwoodhotels.com/corporate/news.html
From Ibiza to Bali: W Hotels Worldwide Unveils 2012 W Hotels & burn studios DJ Lab. March 22, 2012. Retrieve from http://www.starwoodhotels.com/corporate/news.html
Starwood Hotels & Resort’s Nine Hotel Brands Come to Life Through an Exclusive Series of Worldwide Music Events Curated Through Live Nation. April 4, 2012. Retrieve from http://www.starwoodhotels.com/corporate/news.html